Project Type: Marketing and Public Relations/Business Development
Location: Finland/U.S.
Services: market analysis; brand positioning & messaging; marketing and public relations execution; business development execution
Executive Summary
CPTM met with MultiTouch Ltd. in early 2010 to develop a market positioning strategy that would assess the overall value of the company’s high-resolution LCD multitouch displays.
Market Positioning
CPTM developed a U.S. market launch plan, which included a week-long series of New York customer demonstrations, as well as a demo and presentation at the Cross Media NYC 2010 summit at the Scholastic Theatre. MultiTouch was exposed to key members of the New York media and entertainment industry, and created strong impressions.
Business Development
CPTM executed an influencer plan that introduced MultiTouch to key decision-makers in the fashion, retail, videoconferencing, government, and special-venue production markets.
Brand Perception & Messaging
CPTM identified core brand values and signature attributes, as well as differentiating technology, to define the brand message.
Marketing
CPTM leveraged key brand ingredients of the MultiTouch story to deliver high-value visibility for speaking engagements, special events, and media coverage. Aggressive trade-show marketing created further visibility, linking MultiTouch product introductions on a global basis. CPTM capitalized on the MultiTouch “FinntrepreneurTM” story; the company’s technology transfer; the ingenuity of the company’s customer deployments; and various groundbreaking innovations, including the industry’s first Twitter Wall, at CES 2011.
